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CLAIRE’S LOYALTY Program
One of the larger initiatives Claire’s was implementing was a points-based loyalty program. Mobile is their main source of traffic, so the overall design focus was on mobile, and desktop was an iteration of the mobile experience. This points-based program allowed for customers to gain points by building out their user profile which included data collection to allow for Claire’s to target their marketing programs more efficiently. Claire’s wanted to keep the standard My Account elements in the user profile, but they wanted to elevate the loyalty program over the My Account details. When the user first logs in, they can see where they’re at based on points and how long until their next reward. There’s also a detailed element to show where the user can get more points by doing certain tasks, as well as a completion dial for how complete a user profile is.
What was I trying to solve?
Create an omni-channel loyalty program to retain customers
Wanted the ability to collect certain information and incentivize customers to give that information by rewarding them with points
Wanted a visual representation of their points to encourage spending
Needed to have the loyalty content elevated over the standard account detail section
Wanted was to display rewards that have been earned and used
Functionality:
Points-based loyalty program
Elevate loyalty program to give higher importance to this experience over the standard My Account information
Display ways a customer can gain more points, as well as increase Claire’s social presence
Allow user to download app and gain points from it
Display profile completion which encourages customers to completely fill out the profile allowing Claire’s to target market the customer
This was a global implementation so needed to make sure to incorporate the various aspects of other countries
Displaying a My Rewards section that shows the user what they’ve earned, what they’ve used, and what they’ve let expire
Forcing the customer to confirm their account prior to being fully signed up as a member
Displaying tasks for the customer to complete to earn points, and highlighting the ones that have been completed
